Пятерочка: "Снежная битва" - командный mini-app с игрой в снежки

Objective

Pyaterochka, Russia's largest retail grocery chain, launched a seasonal Telegram mini-app game during winter 2026 to boost customer engagement through interactive gameplay and drive viral adoption via team-based mechanics and friend referrals.

Solution

The "Snowball Battle" is a Telegram mini-app where players form squads and compete in real-time snowball-throwing matches to earn team points. Users invite friends to expand their squad and participate in daily challenges, with gameplay involving snowball crafting mechanics, team score tracking, and leaderboards. The campaign ran from January 19 to February 19, 2026, with winner selection extending through March 19. Players competed in teams of approximately 2,000 members each via the @five_snow_bot interface.

Results

The campaign was structured as a raffle drawing with a fixed prize pool comprising 7 Pyaterochka gift certificates worth 2,000 rubles each, one Weissgauff automatic coffee machine, one Xiaomi S20 EU robot vacuum, and one Sony PlayStation Portal Remote Player.